Lord Cadillac
09-10-09, 11:10 AM
By Peter M. De Lorenzo
(Posted 9/8, 10:00am) Detroit. Every once in a while I’m reminded of one of the greatest – if not the greatest – pieces of ad copy ever written. The following is the text from that ad, which was written by Theodore MacManus for Cadillac, and it appeared in the Saturday Evening Post on January 2, 1915.
The Penalty of Leadership.
In every field of human endeavor, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work. In art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition; the punishment, fierce denial and detraction.
When a man's work becomes a standard for the whole world, it also becomes a target for the shafts of the envious few. If his work be merely mediocre, he will be left severely alone - if he achieve a masterpiece, it will set a million tongues a-wagging. Jealousy does not protrude its forked tongue at the artist who produces a commonplace painting. Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass, or to slander you, unless your work be stamped with the seal of genius.
Long, long after a great work or a good work has been done, those who are disappointed or envious continue to cry out that it can not be done. Spiteful little voices in the domain of art were raised against our own Whistler as a mountebank, long after the big world had acclaimed him its greatest artistic genius. Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those whom he had dethroned and displaced argued angrily that he was no musician at all.
The little world continued to protest that Fulton could never build a steamboat, while the big world flocked to the river banks to see his boat steam by. The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy - but only confirms once more the superiority of that which he strives to supplant.
There is nothing new in this. It is as old as the world and as old as the human passions - envy, fear, greed, ambition, and the desire to surpass. And it all avails nothing. If the leader truly leads, he remains - the leader. Master-poet, master-painter, master-workman, each in his turn is assailed, and each holds his laurels through the ages. That which is good or great makes itself known, no matter how loud the clamor of denial. That which deserves to live - lives.
Dramatic, compelling and provocative, that piece of ad copy ran exactly twice – in 1915 and again in 1919 – but remarkably it seared the image of the Cadillac brand in the minds of generations of consumers to come as the best there is.
How many times have we all heard the phrase “The Cadillac of…” whenever a company has tried to position its product as the best in its particular category? I’d say countless times, and we’re still hearing it – albeit only occasionally – today.
Cadillac has built up a decent reputation with some excellent products on the ground now (CTS, CTS-V, CTS Wagon, SRX) and some intriguing new entries coming (the sensational CTS Coupe, a full lineup of 3-series fighters sized below the CTS, and a next-generation full-size entry, the XTS), but it will take more than great products in order for Cadillac to achieve greatness again.
The question is can Cadillac – and the people responsible for Cadillac’s stewardship – get there? Do they really get it and understand what it will take?
Read more... (http://www.autoextremist.com/current/2009/9/7/the-autoextremist.html)
(Posted 9/8, 10:00am) Detroit. Every once in a while I’m reminded of one of the greatest – if not the greatest – pieces of ad copy ever written. The following is the text from that ad, which was written by Theodore MacManus for Cadillac, and it appeared in the Saturday Evening Post on January 2, 1915.
The Penalty of Leadership.
In every field of human endeavor, he that is first must perpetually live in the white light of publicity. Whether the leadership be vested in a man or in a manufactured product, emulation and envy are ever at work. In art, in literature, in music, in industry, the reward and the punishment are always the same. The reward is widespread recognition; the punishment, fierce denial and detraction.
When a man's work becomes a standard for the whole world, it also becomes a target for the shafts of the envious few. If his work be merely mediocre, he will be left severely alone - if he achieve a masterpiece, it will set a million tongues a-wagging. Jealousy does not protrude its forked tongue at the artist who produces a commonplace painting. Whatsoever you write, or paint, or play, or sing, or build, no one will strive to surpass, or to slander you, unless your work be stamped with the seal of genius.
Long, long after a great work or a good work has been done, those who are disappointed or envious continue to cry out that it can not be done. Spiteful little voices in the domain of art were raised against our own Whistler as a mountebank, long after the big world had acclaimed him its greatest artistic genius. Multitudes flocked to Bayreuth to worship at the musical shrine of Wagner, while the little group of those whom he had dethroned and displaced argued angrily that he was no musician at all.
The little world continued to protest that Fulton could never build a steamboat, while the big world flocked to the river banks to see his boat steam by. The leader is assailed because he is a leader, and the effort to equal him is merely added proof of that leadership. Failing to equal or to excel, the follower seeks to depreciate and to destroy - but only confirms once more the superiority of that which he strives to supplant.
There is nothing new in this. It is as old as the world and as old as the human passions - envy, fear, greed, ambition, and the desire to surpass. And it all avails nothing. If the leader truly leads, he remains - the leader. Master-poet, master-painter, master-workman, each in his turn is assailed, and each holds his laurels through the ages. That which is good or great makes itself known, no matter how loud the clamor of denial. That which deserves to live - lives.
Dramatic, compelling and provocative, that piece of ad copy ran exactly twice – in 1915 and again in 1919 – but remarkably it seared the image of the Cadillac brand in the minds of generations of consumers to come as the best there is.
How many times have we all heard the phrase “The Cadillac of…” whenever a company has tried to position its product as the best in its particular category? I’d say countless times, and we’re still hearing it – albeit only occasionally – today.
Cadillac has built up a decent reputation with some excellent products on the ground now (CTS, CTS-V, CTS Wagon, SRX) and some intriguing new entries coming (the sensational CTS Coupe, a full lineup of 3-series fighters sized below the CTS, and a next-generation full-size entry, the XTS), but it will take more than great products in order for Cadillac to achieve greatness again.
The question is can Cadillac – and the people responsible for Cadillac’s stewardship – get there? Do they really get it and understand what it will take?
Read more... (http://www.autoextremist.com/current/2009/9/7/the-autoextremist.html)